RankBrain – The Newest Addition to Google’s Arsenal

Google is famous for its constant introduction of new technologies. One of the latest innovations came in the form of new an exciting machine learning technology called RankBrain. Importantly for SEO’s and business owners that want to rank higher on Google – apparently RankBrain is becoming a primary ranking factor.

The Google RankBrain system was in place for good part of 2015. However, it was formally introduced in October. Similar to other SEO updates, parts of the SEO community reacted rather strongly thinking that RankBrain will bring big changes to the profession, perhaps even eliminating it in the process.

What is RankBrain?

RankBrain is a machine learning system that is expected to become an increasingly integral part of Google search. Some bloggers refer to it as artificial intelligence but this is flawed. Machine learning allows a computer system to learn and develop itself. Artificial intelligence is the last stadium of machine learning where the system is able to function on a level of a human being. Due to certain inherent inhibitions, artificial intelligence is still a hypothetical term.

The RankBrain system works together with the Google Hummingbird algorithm. As we understand, it is not part of Hummingbird. Instead, it is an autonomous modification that works in conjunction with it.

For example, when a person types in a query, it will be first processed by RankBrain. Afterwards, the result will be additionally refined by Hummingbird.

Technology behind RankBrain

At this point in time, Google has provided very limited information regarding the technology behind RankBrain. In that regard, all that is left is for us to make assumptions and notice similarities between different technologies.

Firstly, it is obvious that RankBrain uses certain semantic processes which are found in both Knowledge Graph and Hummingbird. This is only to be expected given that it is the next level of evolution and as such, it will include all the positive progress previously made by the company.

Most likely, RankBrain has some similarities to Word2Vec. Both of them work by embedding words into vectors. This way, phrases can be recognized by Google. Furthermore, both are able to recognize differences and similarities between two different vectors. This allows them to understand relationships between different vectors.

For example, when we type in a certain keyword into the Google search bar, Google will analyze this keyword and all other related keywords. It will put them into a virtual space where certain phrases and words will be closer while others will be further from the main keyword. This distance represents correlations between keywords. If two keywords are close to each other, they will have more impact on each other. In the same way – if two keywords are distant from each other, they will be less impactful.

Based on this programatic analysis, Google is able to recognize general meaning behind the text. In that regard, if you have included more closely connected keywords within the copy, RankBrain will rank it as very important.

RankBrain has its own quality score similar to Google AdWords. Based on it, the RankBrain system is able to judge articles without any outside interference. In other words, it can give ranking without analyzing links. Will this play a role in development of future systems? It remains to be seen.

How can RankBrain help users?

Each day, there are approximately 15 % new queries searched on Google, which translates to 450 million new queries.

Why are these figures so high?

Simply put, there are many poorly defined or ambiguous queries. This poses a big problem for Google who is unable to properly process them often times results in non relevant or erroneous suggestions.

RankBrain was created (in part) to address this issue. However, as it turns out, RankBrain is unable (for now) to help out with various things such as slang, natural language, long-tail keywords, ambiguous queries, queries with multiple meanings etc.

As its developers emphasize, the machine learning system is constantly learning and improving its results. Based on this, we can conclude that RankBrain most likely works through trials and errors, much like the increasingly popular Alexa by Amazon. After giving user a list of suggestions, it likely analyzes things such as bounce rate, time spent on a website, click through rate, in order to establish whether the results were satisfying.

Keep in mind that RankBrain only intervenes in cases where there isn’t enough data. Otherwise, the process will go on without it.

Following these assumptions, RankBrain is able to determine quality of content based on user experience. To an extent, this goes against current SEO practice where links still play the biggest role. It will be interesting to see which approach Google takes in future.

Anyway you put it both systems have flaws and can be optimized for. Only difference is that current SEO is more dependable on off-page signals such as links while for RankBrain, on-page signals will a play bigger role.

Nowadays, with this system, Google is able to read user intent and to understand queries the same way a human being might understand them. This represents a big leap forward. Also, it is worth mentioning that RankBrain is able to follow your trail of thoughts and based on history of search, establish increasingly accurate predictions about your next query.

Examples of RankBrain in action

RankBrain has helped Google refine its results.

This is one of the best examples how significant it was for the poorly defined searches:

Previously, Google based its results on individual words used within the main keyword. It presumed that a person was looking for information on PDFs. So, it found examples of PDFs that also included other parts of the keyword such as “why” and “so weak.”

Instead pinpointing parts of the phrase, RankBrain is able to understand that this is a question addressed to Google. Because of this, it is able to provide a direct answer to the query.

Here is another good example:

Query used here is: “the name of the fat guy with the beard in the movie with the four guys in Vegas?”

RankBrain easily recognizes that the user is requesting information regarding “The Hangover.” Back in the day, Google would most have most likely lead the user to a page that consists all of the above mentioned keywords. However, this wouldn’t be a correct suggestion.

RankBrain as ranking factor and its impact on SEO

Soon after it was introduced, Google staff announced that the RankBrain machine learning system is the third most important ranking signal. But, there is some debate regarding how we SEO’s should take this statement from Google.

Some SEO experts believe that RankBrain is not a ranking signal per se. Instead, it impacts the way Google sees queries and through it, the results themselves.

Nevertheless, it has made an enormous impact in a brief time it exists.

In other words, if your copy is the best result for a particular query, optimized around a specific keyword, Google will still be able to lead a visitor to the content regardless of RankBrain. Also, the biggest potential of this system is providing results for ambiguous and poorly defined queries. Even if you were to optimized for them, the number of monthly searches wouldn’t be enough to justify the effort.

The biggest question pertains, not to RankBrain, but to the future of Google when it comes to this or similar machine learning systems. In other words, there is a high chance that search will be completely autonomous in future. Links may perish as the most important ranking factor and users will have the greatest influence on a website’s success.

In a way, this can be very dangerous. Links represent a show of confidence experts are giving to certain information. In that sense, it would be foolish to give quality control to users. Having in mind people are looking for certain info, most of them do not have satisfactory knowledge and will not be able to judge content properly.

But, at this point, these are only presumptions. Google may go in completely different direction. It remains to be seen.

Anyway, RankBrain is a glimpse into the future. No matter what, it is definitely something that will help users by improving Google search and will likely play an important role in years to come (as it is or as a basis for future technology).

About the Contributing Author:

Nikolay Stoyanov is a well-known Bulgarian SEO expert with over 8 years of SEO experience. He’s a huge fan of Brian Dean and a proud graduate of his SEO That Works online course. He practices 100% white hat SEO techniques and has a vast experience in keyword research, on-page optimization, SEO auditing and link building. Nikolay enjoys learning new things, making new friendships and improving his skills all the time.

Brian Reese– Paid Media Associate

Brian has a business degree in Marketing & Management from Penn State University. His digital marketing career began with an internship at LSEO in his senior year, where he learned the ropes of SEO and Paid Media. After graduation, Brian was brought onto the LSEO team to further the growth of the Paid Media Department. Brian has a strong background in leadership and team growth from his over 5 years of head coaching a high school volleyball team.

Hector E. De Los Santos Maria – SEO Associate

Hector is originally from the Dominican Republic. He studied Graphic Design at a private university called APEC, before relocating to Pittsburgh to study Game Art & Design at The Art Institute of Pittsburgh. After his time in Pittsburgh, Hector moved to NEPA and graduated from Luzerne County Community College in 2011 with a degree in Commercial Art and a concentration in Painting and Illustration.

Hector has taught himself HTML and CSS through several online sources, and in the past few year has become interested in digital marketing, specifically e-commerce and SEO.

Hector is interested technology and has a background in network administration and computer repair. He is also proficient in Photoshop, Adobe Illustrator, Premiere Pro and Pro Tools. In his spare time, Hector enjoys drawing and playing guitar.

Mark Dymond – Head of PPC

Mark Dymond has a degree in Business Marketing / Management from Pennsylvania State University and graduated top in his class. Originally a part of the internship program, Mark was brought on board to expand the Paid Media department. He’s extremely active in finding the best information and tactics on PPC campaigns and has extensive experience with online marketing channels like Facebook, Google, Bing, etc. Throughout his career, Mark has done digital marketing work for several entities, such as The Pennsylvania State University.

Pat Mineo – Head of Design & Development

Pat is LSEO’s Head of Web Design. After graduating from Marywood University in 2015 with a Bachelor's Degree in Graphic Design, Pat begin working with LSEO to integrate design into the digital marketing space by creating effective user experiences that drive results for businesses of all sizes.

Passionate about the latest design trends, Pat has worked with businesses from all over the country, in both digital and print mediums. How users and customers interact with a brand and their products is truly what drives Pat's enthusiasm for creativity.

Outside of LSEO, Pat works closely with a number of area non-profits, elevating their fundraising efforts through effective branding and digital experiences. Pat has taken Silver in the 2015 American Advertising Awards in 2015, and when he's not creating, he's enjoying his family and friends, traveling, and following his favorite sports teams closely.

Kyle Kozie – Head of SEO

Kyle has obtained a Business degree with a focus in Marketing and Management from Penn State University. While interning during his time at Penn State, Kyle gained a passion for SEO and Digital Marketing and has been in the industry ever since. His primary focus has been on managing both large and small clients in the e-commerce space, which has given him the knowledge and experience to become an organic search expert. Kyle has a drive to develop strong client relationships and deliver top notch results. He does this by staying on top of industry trends and holding many digital marketing certifications. Kyle also comes with a strong technical SEO background that he can help clients deploy.

In his free time, Kyle enjoys working out with a focus on Powerlifting and Crossfit, where he competes locally and at the regional level. When he is not doing SEO or in the gym, he is doing his favorite thing in the world, playing with his Australian Shepherd, Blake.

Jade Matusick – Content Marketing Specialist

Jade graduated from Susquehanna University with a B.A. in Creative Writing. While in college, Jade was involved in several small press publications reviewing literature, art, and photography submissions. While she has a lifelong love of writing and reading fiction, she is always looking for opportunities to expand her writing skills and try different genres. Never without a book, Jade aspires to one day publish a novel of her own one day.

Jade is a self-proclaimed expert on the royal family and romantic comedies. She also checks her horoscope daily in hopes that it will give her some guidance.

Darcy Huff – SEO Account Strategist

Darcy joins the LSEO team as an SEO Account Strategist. With the original intent of pursuing a career in graphic design, she developed a passion for online marketing while taking on her first SEO role at Web.com in 2015. She holds a Bachelor of Arts in Digital Design & Media Art with a minor in Marketing from Wilkes University.

When she’s not at work, Darcy can be found at the cinema or theater, discovering NEPA’s restaurants and breweries, or taking a day trip to New York City. She also spends her time doing freelance design, birdwatching, and relaxing with her dog, Mandy.

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Jack Trapani – Paid Media Specialist

Jack holds a Bachelor of Arts in Journalism and a Master of Arts in Media Management from Marywood University. His career in marketing began with internships at local publications and advertising agencies.

His previous roles include working at a private community as the Direct of Marketing and Media as well as various advertising agencies as a Pay-Per-Click Account Manager. He joins the LSEO team as a Paid Media Specialist.

In his free time, he volunteers with several non-profits which benefits various causes such as the local Boys and Girls Club. He also completes service projects throughout the year.

Teara Keller – Head of Web Development

Teara hails from the Maryland side of the D.C. Metro Area. So yes, she hold strong feelings about seafood and Old Bay Seasoning. She holds a BS in Web Development and Design from Southern New Hampshire University, and will begin working towards her MS in Digital Marketing this coming fall. She brings a unique approach to web development and ux design, having always been fascinated with the psychology that goes into how users interact with websites, while also keeping the technical side of SEO in mind as she works with clients to improve their websites to further optimize their web presence. She is also a member of three national collegiate honors societies, Phi Theta Kappa, Alpha Mu Gamma, and The National Society of Collegiate Scholars.

When she isn’t nerding out over UX trends and new JS libraries, she’s Co-Chair of the POC Committee for Queer NEPA, a speaker at their Pride Series in June, and devoted wife and mother. She loves finding new places to eat, traveling, and quiet weekends spent vegging at home on the couch watching documentaries on Netflix. She also has an extensive collection of Funko Pops and Meryl Streep movies that she is quite proud of.

John Meholic – SEO Manager & SEO Expert

John holds a degree in English Education and Philosophy from the College of Arts and Sciences at Misericordia University. Originally graduating with the dream of one day becoming a professor and writer, he fell deeply in love with the digital marketing world in 2014, working for companies such as Web.com, Net Driven, and Pepperjam.

With a diverse background in search engine optimization, paid search, affiliate marketing, as well as teaching, John has the knowledge, dedication, and discipline to craft and implement technical and creative marketing strategies for online businesses.
When John isn’t staying up-to-date on the latest SEO news and continuing to earn industry certifications, he likes to spend his time exploring various large cities across the US, going to shows, watching movies with friends and family, and drinking coffee. Although John dedicates a large portion of his time to developing his technical SEO skills, he can’t seem to shake his childhood obsession with becoming a living, breathing encyclopedia of underground and alternative music.

Brianna Redding – Content Marketing Specialist & Intern Coordinator

Brianna is a NEPA native who relocated to Philadelphia after studying Journalism at Luzerne County Community College. While living in Philly, she did freelance work for several online music publications, which gave her the opportunity to see some of her favorite bands perform live.

Brianna moved back to NEPA in 2017 and now holds a position at LSEO as a Content Marketing Specialist and Intern Coordinator. Brianna enjoys writing and feels that her love of reading has helped improve her writing over the years. Brianna is also passionate about the internship program at LSEO and loves meeting the talented students that walk through the doors each semester.

In her free time, Brianna can be found thrift shopping, taking photos of her friends on her film camera (her prized possession), and cooking delicious plant-based meals. She’s also a big sister to two dogs, Bernie and Buster, whom she loves dearly.

Jessica Spear – Head of Client Strategy

From complex math to managing budgets, Jessica is a project management expert with experience handling numerous brands at one time and an ability to deliver quality results. Whether she’s launching a website, setting up analytics or simply keeping things on track, Jessica takes pride in getting things done ahead of schedule, a quality that has helped her throughout her 10+ years in digital marketing. Jessica has leveraged her skills when helping found East Coast Paws, which now has over 5,000 members.

In her free time, Jessica likes to stay up-to-date on industry news, cooking, watching documentaries, and recently discovered a skill for refinishing furniture. Jessica was also on the swim team during her time at Drexel University, where she studied engineering.

Eric Adamczyk – SEO Specialist

Eric Adamczyk graduated with a Bachelor of Science Degree in Business Marketing & Management from Penn State. During his four years at Penn State, Eric was a member of the school’s Blue & White Society, networking with alumni and participating in community events.

Before gaining full-time status at LSEO, Eric spent a semester interning with the company and worked with the SEO team to expand his knowledge of digital marketing. Eric likes to keep himself up-to-date with the latest SEO trends and further his knowledge of what’s changing in the industry.

In his free time, Eric is an avid sports fan who enjoys watching just about any game, including baseball, football, hockey and basketball. When he’s not watching his favorite teams play, he can be found on a golf course or coaching his youth travel basketball team.

Lindsey Matylewicz – PPC Specialist

Lindsey holds an MA in communication arts from Marywood University, focusing in media production and management. She’s current on the latest best practices and trends for pay-per-click advertising and has taken on a role at LSEO as a paid media associate. In her spare time she enjoys reading and writing short stories. She nerds out about comedy and participates in theater, improv, and sketch groups in the area. She also loves hiking, coffee, and her lovely pup, Gus.

Jeanne Laktash – Content Marketing Specialist

Jeanne Laktash is a professional wordsmith and well-known Type-A personality (or, as she’s known around the office, Content Marketing Specialist). Jeanne has enjoyed a passion for writing since she was a child, often saying she wanted to be a variety of things when she grew up, always coming back to writing. This led her to pursue the study of communications, earning both Bachelor’s and Master’s Degrees in Communication Arts from Marywood University.

Jeanne has worked in marketing since 2008, eventually crossing into the digital marketing field in 2014. Throughout her career, she has worked for prominent NEPA organizations, including the F.M. Kirby Center for the Performing Arts, Keystone Automotive, and Net Driven, crafting dynamic, engaging content to drive leads. Jeanne stays up to date on the latest digital marketing and content trends by reading industry blogs and immersing herself in information.

When she’s not crafting content for LSEO’s many clients, she enjoys spending time with her husband Nick and daughter Kateri, listening to music, cooking interesting meals, sampling different craft beer, snuggling her German Shepherd Samson (who thinks he’s a lap dog) and rooting for the Wilkes-Barre Scranton Penguins, for whom she has been a season ticket holder since 2007.

Jeff Miro – SEM Specialist

Jeff has a degree in communications from King’s College in Wilkes-Barre, PA. After starting out at the The Times Leader as a sports writer, Jeff began his career in the online marketing industry in 2007, working for Pepperjam. He has experience in paid search marketing and content writing, but his specialty for the past 11 years has been in search engine optimization. He is enthusiastic about delivering tangible results, and increased conversions and traffic for clients.

Jeff likes to stay current on SEO trends and Internet marketing news, and in his spare time loves to work out and read about nutrition, fitness, and health-related topics. He also likes listening to music, going to shows, hanging out with friends, and watching Seinfeld and The Office.

James Neff – Head of Content

James has worked in the digital marketing industry for a few years now, publishing thousands of articles along the way. Being a well rounded writer provides an excellent advantage to the content marketing field. James is a lifetime member of the forensics fraternity Pi Kappa Delta and has been an active freelance writer for SEM firms and news organization since college. James graduated with a Communications BA from Keystone College, specializing in Journalism.

Unlike most content marketers, James can assist in everything from a technical audit to keyword research. James loves his work and he has a passion for writing and reading. On his off-days, James enjoys watching sports and going to concerts.

Chad Mummert – Director of Business Development

Chad has over 15 years experience in Sales, Marketing, and Advertising with degrees in Audio Engineering and Advertising. Chad’s main focus and passion for 8+ years has been Branding and Online Marketing. His broad range of capabilities brings diversity to our team with skill-sets in Audio Production, Video Production, Graphic Design, SEO, PPC and Social Media. Chad has consulted hundreds of businesses in nearly every market vertical and is focused on a positive customer impact for his clients.

When Chad isn’t obsessing over new market trends he is most likely writing and recording music. A Multi-Instrumentalist since the age of 6 years old, he attributes his creativity and out-of-the-box thinking to his life long dedication of exploring musical boundaries. He also loves skiing, mountain biking, hiking, riding his ATV and pretty much anything else the mountains of Pennsylvania has to offer.

Kristopher Jones – Founder/CEO

Kris is a serial entrepreneur, angel investor, best-selling author, accomplished public speaker and dedicated philanthropist. In 1999, Kris founded Pepperjam, a full-service internet marketing agency and affiliate network which was recognized by Inc. Magazine as one of the fastest growing companies in America three times before being sold to eBay Enterprise in 2009.

After the sale of Pepperjam, Kris founded KBJ Capital, an early stage technology angel investment fund which has raised over $35 million of funding and has a robust portfolio of 15 companies including French Girls App, LSEO.com, Yumm.com, LavCup, APPEK Mobile Apps, VigLink, Pathmapp, Highlighter.com, ReferLocal.com and more. Author of the best-selling book “Search-Engine Optimization: Your Visual Blueprint to Effective Internet Marketing”, Kris’ articles regularly appear in premium publications like Forbes, Inc. and Fast Company.

He is also a frequent keynote speaker at prestigious conferences and universities worldwide in addition to sitting on the boards of several non-profit and educational organizations. Learn more about Kris at www.krisjones.com

Chris Nash – President

Chris Nash is an Internet and SEO marketing expert, e-commerce veteran, and entrepreneur with over 20 years of digital, web, and sales experience. He co-founded the second largest retail and e-commerce dancewear company, AllAboutDance.com, in 1999, acquired a major competitor in 2008, and sold the business in 2010 to the world’s largest online discount dance wear retailer.

Chris is currently utilizing his proven experience in digital marketing, SEO, and e-commerce across a variety of internet based companies. His experience has also drawn him toward professional photography where he has often focused on dance, movement and the performing arts. As a graduate of Hamilton College in Clinton, NY, Chris brings an international perspective to his work having literally worked and traveled around the world through the Thomas J. Watson Fellowship on a global technology research project.

Chris has co-founded or invested in a number of start-ups and other businesses including MaxxBench.com – an innovative fitness equipment company that is changing the way we work out, and AutomateAds.com – a software driven company that automates, optimizes, and unifies cross-channel digital advertising.

Chris joins LSEO.com as President and is excited to bring his decades of experience to one of the fastest growing SEO and digital marketing agencies on the planet. It’s a digital match made in heaven.

Hector De Los Santos – SEO Specialist

Kris is a serial entrepreneur, angel investor, best-selling author, accomplished public speaker and dedicated philanthropist. In 1999, Kris founded Pepperjam, a full-service internet marketing agency and affiliate network which was recognized by Inc. Magazine as one of the fastest growing companies in America three times before being sold to eBay Enterprise in 2009.

After the sale of Pepperjam, Kris founded KBJ Capital, an early stage technology angel investment fund which has raised over $35 million of funding and has a robust portfolio of 15 companies including French Girls App, LSEO.com, Yumm.com, LavCup, APPEK Mobile Apps, VigLink, Pathmapp, Highlighter.com, ReferLocal.com and more. Author of the best-selling book “Search-Engine Optimization: Your Visual Blueprint to Effective Internet Marketing”, Kris’ articles regularly appear in premium publications like Forbes, Inc. and Fast Company.

He is also a frequent keynote speaker at prestigious conferences and universities worldwide in addition to sitting on the boards of several non-profit and educational organizations. Learn more about Kris at www.krisjones.com/